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Although sacredness is usually associated with religion, consumer research has shown that everyday things and experiences – and their brands – can become sacred.  We describe here how brand sacredness can be initiated through surprising pleasures and then be enhanced and developed through methods such as distinctive packaging, engaging rituals, and appealing or mysterious narratives.  We illustrate this process with case studies of four sacred brands and two examples of using the properties of sacredness in social marketing.

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